Effect of Branding on Consumer Buying Behaviour at Vijay

© JUN 2021 | IRE Journals | Volume 4 Issue 12 | ISSN: 2456-8880

IRE 1702796 ICONIC RESEARCH AND ENGINEERING JOURNALS 207

Effect of Branding on Consumer Buying Behaviour at

Vijay Bharat Motors Pvt Ltd, Bidar

BHADRAPPA HARALAYYA

Hod and Associate Professor, Department of MBA, Lingaraj Appa Engineering College, Bidar

Abstract- The aim of the project is to study about the

EFFECT OF BRANDING ON CONSUMER

BUYING BEHAVIOUR OF FORD CARS. Now car

industry is one of the most competitive industries of

the world. So, the consumer is also differentiating

while purchase. I surveyed that on what points the

consumers were differentiating between various

Models and Brands of FORD and other competitors.

The main motive is to know how brand is affecting

on consumer buying behaviour. The study was

conducted to determine the level of effect of

Branding on consumer buying behaviour to examine

interactive roe of those factors that determines brand

image and loyalty, to know brand image and loyalty

of Ford cars and to suggest measures for developing

brand in Bidar district Karnataka state. The data are

collected through questionnaire from a sample of 50

Ford car user They were selected as convenience

sampling method.

I. INTRODUCTION

The goal of the study is to understand the structure,

significance and implications of brand images of these

three largest automobile manufacturers and the seers

in the Indian market segment FORD, TOYOTA,

HUNDYAI, as well as to form conclusions that would

outline the effect of these images on consumer

behaviour in Bidar.

The result is clearly identified not only bastion

elements of each manufacturers brand image and have

categorically manifested the fact that consumer

behaviour in the premium segment is predominantly

affected by the brand’s images of quality, luxury and

style, but their buying decision are also coordinated

gratelly with the perception of given vehicles image by

society

The second goal of the study is to draw upon the

attained conclusions in in order to be able to

potentially relay a certain amount of information to

these manufacturers about the exceptional significance

of their brand image and suggest possible ways to

maintaining and exploiting it to retain current

customers and attract new ones.

In today’s highly globalized, extremely, dynamic and

incredibly rapid moving world, there is an abundance

of diversity of products in virtually all market

segments and automobile industry marks an overload

of manufacturers and model exploiting every possible

market niche in order to accommodate effectively all

the possible needs of potential customers. The time-

tested synergy of technology mechanics and

craftsmanship inexhaustible variations of products

with remarkable capabilities in different shapes and

sizes,

There are myriad of different opinion and attempts to

provide a logical explanation absolute and

unshakeable dominance of Ford, Hyundai and Toyota

and comparing other luxury cars BMW, Audi and

Mercedes Benz. are the premium segment in the

automobile industry, ranging from statement about

their mechanical and technical innovation and

superiority to description of their heritage and History.

However, there is reason to believe that while all these

theories are valid, the truth lies elsewhere. A large

number of other brands offer vehicles with matching,

if not superior bends of mechanical durability and

technological refinement while also being able to

exhibit rivalling history.

The study will follow the supposition that the effect of

Brands soft skills, namely their brand images, and

prices is the most influential factor in swaying the

customer’s buying behaviour in favour.

According to ford manufacturers product or

equipment are manufactured for buyers and buyers are

those who buy different products according to their



needs. They buy those products in order to satisfy their

needs and wants. Consumer buying decision a process

that involves different steps like the recognition of

need, search for the information, evaluation of

alternatives, selection and in the last post purchase

behaviour. There are lots of factors which effect the

consumer behaviour and those factors lead him

towards purchasing. In this research we will see the

Impact of Branding on consumer buying behaviour

means the factor of consumer behaviour helps him to

choose a particular Brand according to his need and

choice. Leads the entire world to become one market.

Whole world led to Becoming single Universal

community to serve different cultures. With the

increase in global competition, the company’s focus to

serve local market has find themselves at a

disadvantage and loosing competitive edge that they

so much strived to achieve. This all led to decline the

important in national borders and more emphasis on

what the consumers actually demand. From buyers’

point of view, the reaction toward global Brand seems

differently among different people. On one hand

buyers apprise global brands as their status symbol and

on other hand globally known brands are criticized to

threatening national customs by imposing their culture

that’s lead to loss of culture identity.

O’cass said that due to the Globalization, competition

is increased and every time innovation is needed for

making the brand globally known and for maintaining

their status. For every brand to be successful, brand

identity and recognition is very important. Now people

perceive the brand as their recognition, achievement

and status symbol.

And other hand woods explained that consumers are

emotionally attached to different brand is favourite

celebrity of a consumer. He will buy that product

because if he will also want to look like his favourite

personality.

So, celebrity branding is basically leading to arousal

of emotional and we can say that branding influence

that behaviour of consumers and consumers behave in

response according to various dimension of consumer

behaviour which influence them in selecting a branded

product and impact of brands on consumer behaviour.

We will try to explicit the relationship between

branding and consumer buying behaviour.

Organizations start to do business in order to gain

money in terms of profitability which is exceed of

income then their expenses utilize in the business

when organization start business they think for the

whole scenario of consumer.

Purchase behaviour with intention to gain more

income and growth than the competitors so they create

a long-term bond with consumers in the shape of

brands that will take the organization towards success

and higher profit margins also results in strong market

position.

People perceive the brands differently according to

their preferences and sometimes may be depends on

past experiences and their decisions are directly or

indirectly related to these perspectives.

It is said that consumers behaviour towards branded

products or services according to their age, gender and

personality traits and people get social according to

their personality traits. The research explicated that

individuals behave differently towards the same brand

according to their gender. So, gender is the basis of

determining the consumer behaviour.

Brands are mostly used by rich females to show their

wealth and high-class status. It is a trend in India due

to the increasing number of brands and fashion that if

you are rich, you cannot buy the unbranded products.

So, it is further argued that status consumption and

conspicuous consumption are related to each other and

status consumption is the reason of conspicuous

consumption.

1.1 INDUSTRY PROFILE

FOR MOTOR COMPANY, commonly known as

Ford, is an American multinational auto maker that has

its main headquarters in Dearborn, Michigan, a suburb

of Detroit. It was founded by Henry Ford and

incorporated on 16 June 1903. The company sells

automobiles and commercial vehicles under the Ford

brand, and most luxury cars under the Lincoln brand.

Ford also owns Brazilian SUV manufacturer Troller,

an 8% stake in Aston Martin of United Kingdom and

a 32% stake in Jiangling motors. It also has joint-

venture in Chain (Changan Ford), Taiwan (Ford

Lioho), Thailand (Auto Alliance Thailand), Turkey

(Ford Otosan), and Russia (Ford Sollers). The



Company is listed on the New York Stock Exchange

and is controlled by the Ford Family. They have

minority ownership but the majority of the voting

power.

The largest family-controlled company in the world,

the Ford motor company has been in continuous

family control for over 110 years. Ford now

encompasses two brands; ford and Lincoln. Ford once

owned 5 other luxury brands; Volvo, Land Rover,

Jaguar, Aston Martin and Mercury Over time, those

brands were sold to other companies and mercury was

discontinued.

• FOUNDATION:

Henry Ford built his first automobile, which he called

a guadricycle, at his home in Detroit in 1896. The

location has been redeveloped, where the Michigan

Building now stands, and tracks for the Detroit people

mover and the times square people mover station are

nearby. At the entrance to the Michigan Building,

there is a commemorative plaque identifying the

original location of the ford home the coal shed has

been recreated using the original bricks at greenfield

village in nearby Dearborn. His initial foray into

automobile manufacturing was the Detroit.

automobile company, founded in 1899 the company

founded in 1901 was recognized as the Henry Ford

Company in March 1902, after falling out with his

financial backers, Ford left the company with the right

to his name and 900 Dollars.

Henry Ford turned to an acquaintance, coal dealers

Alexander Y. Malcomson, to help finance another

automobile company. Malcomson put up the money to

start the partnership. “Ford and malcomson” and the

pair designed a car and began ordering parts.

However, by February 1903, Ford and malcomson had

gone through more money than expected, and the

manufacturing firm of john and Horace Dodge, who

had made parts for ford and malcomson, was

demanding payment. Mallcomson constrained by his

coal business

Demands, turned to his uncle John S. Gray the

president at the German-American Savings Bank and

a good friend. Malcomson proposed incorporating

Ford and malcomson to bring in new investors, and

wanted Gray to join the company, thinking that Gray’s

name would attract other investors. Gray was not

interested at first, but malcomson promised he could

withdraw his share at any time, so Gray reluctantly

agreed on the strength of Gray’s name, macomson

recruited other business acquaintances to invest,

including local merchants Albert strelow and vemon

Fry, lawyers John Anderson and Horace Rackham

Chares T Bennett of the Daisy Ai Rife Company and

his own clerk James Couzens. Macomson aso

convinced the Dodges to accept stock in lieu of

payment.

On June 16,1903, the Ford Motor Company was

Incorporated,with 12 inveta stors owning a total of

Ford and Malcomson together retained 51% of the

new company in exchange for their earlier

investments. When the total Stock ownership was

tabulated, shares in the company were: Henry Ford

(255 Shares), John S.Gray(105 Shares),John

W.Anderson (50 Shares ),Horace Rackham(50

Shares),Horace E.Dodge(50 Shres),John F.Dodge (50

Shres),Charles T.Bennett (50 Shares),Vernon C.Fry

(50 Shares),Albert Strelow (50 shares),James Couzens

(25 Shares),Charles J.Woodall(10 Shares).

At the 1st Stock holder meeting held June 18,Gray was

elected President ,Ford Vice President and James

Couzens Secretary despite Gray’s misgivings The

Ford Motor Company was immediately profitable

with profits by October 1 1903 of almost $37000 a

Dividend of 10% was paid that October, an additional

Dividend of 20% at the beginning of 1904, and another

68% in June 1904. Two Dividends of 100% each in

June and July 1905 brought the total investors profits

to nearly 300% in just over 2 years,1905 total profit

were almost $300000.

• FORD INDIA PRIVATE LIMITED:

Ford India Private Limited is a collaboration between

Ford Motor Company.as share of 49% and 51% of

share of Mahindra and Mahindra company. Ford India

private Limited Head Quarters are in Maraimalai

Nagar, Chennai, Tamil Nadu. It currently is the sixth

largest car maker in India after Maruti Suzuki,

Hyundai, Honda, Tata and Mahindra.

1.2 COMPANY PROFIE:

Ford manufactures and export vehicles and engines

made at its integrated manufacturing facilities in



Chennai, Tamil Nadu and Sanand, Gujarat.

Since its entry in India in 1995, Ford has invested more

than US$ 2 billion to expand its manufacturing

facilities and sales & service footprint to meet demand

in one of the world's fastest-growing auto markets.

Ford India’s integrated manufacturing facility at

Maraimalai Nagar, near Chennai, produces its award-

winning range of products including the Ford export

and ford endeavour. As, part of its overall

commitment, Ford inaugurated its US$ 1 billion state-

of-the-art integrated manufacturing facility in Sanand,

Gujarat in March 2015. With Sanand being

operational, Ford India has doubled its annual installed

manufacturing capacity to 610,000 engines and

440,000 vehicles. The sub-four-metre compact sedan,

Ford Figo Aspire, became the first car to roll out from

the new Ford Sanand plant. The plant also

manufactures new Figo hatchback.

Ford’s biggest-ever product line-up in India today

offers a vehicle to suit the needs of nearly every

consumer. In 2016, Ford has also given Indian

consumers their first opportunity to own the iconic

Ford Mustang. Debuting ahead of the Delhi Auto Expo

2016 and set to hit Indian showrooms later this year,

the new Mustang is all set to bring the world-class

performance and refinement of ford’s iconic pony car

to Indian’s roads. As part of its strategy to Make in

India for India and the World, Ford continues to

strengthen India as a center of excellence for small

cars and low displacement engines. The company has

embarked on an accelerated export strategy and

presently, exports Figo, Aspire, and EcoSport to over

40 markets around the world.

Along with introducing new products, Ford continues

to grow closer to customers with the continued

expansion of its nationwide dealership network as well

as world-class after-sales offerings. Presently, Ford

has more than 376 sales and service outlets in 209

cities across India. To enhance affordability and

accessibility, Ford has introduced many pioneering

initiatives that reduce the cost of ownership including

the Sub-assembly of parts, Pan-India Roadside

Assistance, and Mobile Service Support. To ensure

total transparency in service costs, Ford also

introduced a unique Service Price Promise, which

allows customers to calculate the vehicles’ periodic

maintenance costs even before booking the service at

the dealership. Ensuring customer convenience, Ford

has expanded the availability of Ford Genuine Parts

with the appointment of distributors in Maharashtra,

Goa, Karnataka, Kerala, Delhi, Tamil Nadu, AP, and

Telangana.

Ford’s presence in India includes Ford Credit India,

which started dealer wholesale inventory and retail

financing in 2015 as a non-banking financial

company. With five decades of global experience,

Ford Credit’s operations span in as many as 100

countries where it has emerged as a preferred

automotive financier for both Ford customers as well

as dealers. Ford Credit is known for its reliable and

transparent loan products at competitive rates, flexible

terms, and outstanding customer service. Continuing

to generate employment and help the economy, Ford’s

operations currently employ more than 14,000 hard-

working, dedicated men and women across its

operations in India which also include Global Business

Services, with offices in Chennai, New Delhi, and

Coimbatore.

Registered as Ford Motor Pvt Ltd. (FMPL) as a legal

entity, Global Business Services provide innovative

solutions to nearly every Ford location around the

world in areas of Information Technology, Product

Engineering, Finance and Accounting, Automotive

Financing, Material, Planning & Logistics, Marketing

Sales and Service, Analytics, and Purchasing. Driving

innovation from India, Ford recently announced plans

to build a new global engineering and technology

center in Chennai. Besides the establishment of a

global engineering and technology center, the new

Ford campus spread across 28 acres will host

operations of Ford Global Business Services in areas

of IT, Product Engineering, Finance and Accounting,

data analysis, manufacturing among others. Ford’s

commitment to India is not just business centric. At the

heart of our business plans are people and

communities. Going further with its Better World

philosophy, Ford India in association with Ford Motor

Company Fund announced ‘Operation Better World,'

with the endeavour to address issues related to

Education, Sustainability and Auto Safety around

Communities where it operates.

The address of this outlet is DN 19/4/3391/1,

Humnabad Rd, Naubad, Bidar, Karnataka - 585403.



1.3 FIANACIAL STATEMENT

Particulars 31-12-2019 31-12-2018 31-12-2017 31-12-2016 31-12-2015

Cash on Hand 34,651 33,951 38,927 38,827 35,176

Notes and Loans

Receivable

53,651 54,353 52,210 46,266 45,137

Inventory 10,786 11,220 11,176 8,898 8,319

Other Current Assets 5,722 3,930 3,889 3,368 2,913

Total Current Assets 114,047 114,649 116,801 108,461 102,587

Property, Plant, and

Equipment

36,469 36,178 35,327 32,072 30,163

Long-Term Investment 31,749 31,828 31,320 32,133 30,317

Goodwill and

Intangible Assets

Other Long- Term

Assets

10,706 7,929 8,104 5,656 4,795

Total Long-Term

Assets

144,490 141,891 141,695 129,490 122,338

Total Assets 258,537 256,540 258,496 237,951 224,925

Total Current

Liabilities

98,132 95,569 94,600 90,281 82,336

Long Term Debt 101,361 100,720 102,666 93,301 89,879

Other Non-Current

Liabilities

25,324 23,588 24,711 24,395 23,457

Total Long- Term

Liabilities

127,175 125,005 128,290 118,483 113,932

Total Liabilities 225,307 220,574 222,890 208,764 196,268

Common Stock Net 41 41 41 41 41

Retained Earnings

(Accumulated Deficit)

20,320 22,668 21,906 15,634 14,414

Comprehensive Income 7,728 7,366 6,959 7,013 6,257

Other Share Holders

Equity

Share Holder Equity 33,230 35,966 35,606 29,187 28,657

Total Liabilities and

Share Holders Equity

258,537 256,540 258,496 234,951 224,925

II. CONCEPTUAL BACKGROUND AND

LITERATURE REVIEW

2.1 THEORETICAL BACKGROUND OF THE

STUDY

Meaning:

Branding is a marketing practice in which a company

creates a name, symbol or design that is easily

identifiable as belonging to the company.

This helps to identify a products and distinguish it

from other products and services.

Definition:

According to Philip cottler “Brand is a name, sign,

symbol or design or a combination of these included

to identify the goods of one seller or group of sellers

and to differentiable them from of competitors”.

Branding is the process of creating a strong, positive

perception of your company and it’s products in your

customers mind.



Branding is a sellers promise to deliver a specific set

of features benefits and services consist to the buyers.

Importance of Branding:

Consumer side:

• Identification of mater of the product.

• Risk reducer.

• Search cost reducer.

• Symbol of

• Symbolic devices that allow customers to represent

their values and images.

Manufacturer side:

• Valuable asset.

• Signal of satisfied customers and quality.

• Premium process.

• Sustainable sales and profit.

• Financial returns.

• Competitive advantage.

Significance / Advantages of Branding:

• Easy to Advertise

• Easy to identify the products

• Creation of separate market

• To get more price

• Provide good reputation

• Increase business value

• Helps in facing competition

• Acquires customer easily

Disadvantages:

• Loss of control

• Risk of brand equity dilution

• Negative feedback effects

• Lack of brand focus

• Organisational direction

Role of Brand:

• Brand helps in identification of sources of product.

• Brand assigns the responsibility to product marker,

• It reduces search cost.

• It gives promise brand with maker of product.

• It is a symbolic device.

• It is a single of quality.

Nature of Branding on consumer buying behaviour

How individual customers, groups, organisations,

select, buy, use and dispose, ideas, goods and services

to satisfy their needs and wants.

1. Target Ability:

One of the main characteristics of brands is that

they must be targetable.

2. Awareness:

Another characteristics of brand is that it creates

awareness. Brand awareness is the percentage of

people who are aware of a particular brand,

There are many ways to build brand awareness

including television, radio, magazins, newspaper

and internet advertising logos also helps

companies build brad awareness.

3. Consistency:

Brand must also remain consistent through their

existence. Business make numerous promises in

commercials and ads about their brands and

consumers expect companies to continue living up

to these promises.

4. Distinctive Design:

People make a decision about the company and the

brand within a few seconds of initial contact so

first impression do count.

5. Loyalty:

Brand loyalty is the highest achievement or apex

for any company.

Brand loyalists are customers who buy a particular

brand exclusively.

2.2 LITERATURE REVIEWE

1. Aaker (1991)

He defines in his study the conceptual framework

develops is useful for examinging the contribution of

brand association, brand awareness, perceived

develops is useful for examining the contribution of

brand association, brand awareness, perceived value

and brand loyalty to brand equity.

2. Thomas Semon (1993)

In his research he suggests the inclusion of brand

loyalty and response style in customers satisfaction.

The author suggest that may of the brand switch



triggers are based on communications rather than

personal experience.

3. Kent and Allen (1994)

The study focused on brand familiarity’s role in

increasing ad memorability and moderating

competitive interference. Their findings suggest that

established brands have important advantages in

advertising, consumers would be more likely to recall

ad information and their memory should be less

affected by exposer to competitors.

4. Chaudhri and Holbrook (2001)

The aims of the study are to review the dimensions of

customer based brand equity by drawing together

strands from various literature and empirical studies

made within the area of customer based brand equity.

A conceptual framework for measuring customer

based brand equity is developed to provide a more

integrative conceptualization of brand equity.

5. Gil Bashe (2001)

The report is on the efforts of pharmaceutical

executive to focus on consumers needs, value of

customer relationship management, significance of

integrating a brand emotion ingredient in a marketing

strategy, challenge of maximizing total brand assets

and elements of successful marketing and sales

campaigns.

6. Romaniuk and Sharp (2003)

in his study he tested tree hypotheses about the

relationship between brand perception and loyalty.

They found a. there was little evidence that any

particular attributes are more related to customer

loyalty than other nor b. that there were specific brand

positions that were uniquely associated with higher

loyalty.

7. Ayanwale (2005)

He described that when there is number of rivals and

customers have changed brand selections producers

wants to understand the features that can advantage the

attraction of purchasers. Man and woman both

similarly influenced by promotion for brand

selections.

8. Kevin (2005)

He focuses on the use of effective advertising to create

an equity position in the marketplace. The author

concludes by saying that effective advertising can be a

powerful part of a company’s marketing plan, and it is

an important investment in the company.

9. Tam (2007)

He said that brand use as valuable asset and attractive

trick to capture consumers for specific goods.

Customer behaviour can be inspected on the base of

brand consciousness, relationship and loyalty.

10. Khasawneh and Hasouneh (2010)

He stated that customers recognize the reputation of

brand while in their buying decisions and customers

demographic features have no significant relation and

influence on brand awareness.

11. Nepalia (2011)

Summed up that accomplish the brand means to apply

marketing tackles for particular goods. If brand will be

managed effectively product value and brand loyally

will also be enhanced in customers mind.

12. Y.L Fayrene Chieng, Lee Chai Goi (2011)

In his studies the customer based brand equity is

evaluating the consumer response to brand name. the

consumer based brand equity is an asset of four

dimensions that are brand awareness. Brand loyalty

the consumers perception of the overall superiority of

a product caring that brand name when compared to

other brands.

13. Shobha et al. (2011)

In their study discussed about brand extension concept

andits acceptance with consumers. Result of the study

indicates that attitude toward the parent brand is the

strongest factor influencing extension evaluation,

substantiating the efficacy of extension.

14. Akhlagh and abadi (2012)

He said that brand is important tool that helps out to

corporation to receive a competitive advantage. Brand

strength is multidimensional structure with customer

opinion. Brand assets with distinguish quality and rate

of dairy goods have a progressive and direct link with

customer purchasing behaviour.



15. Doostar (2012)

He said that brand fairness has a positive impact on

buying decision, customers feel by heights of brand

equity for the first time after use and then tend to make

buying decisions, they use brands that is slightly aware

with its name and express value that this worth has

made for them.

16. Akhlagh and Abadi (2012)

He said that helps out to corporations to receive a

competitive advantage. Brand strength is

multidimensional structure with customer opinion.

Brand assets with distinguish quality and rate of dairy

goods have a progressive and direct link with customer

purchasing behaviour.

17. Malik (2013)

He mentioned that brand image has solid progressive

control on customer purchasing behaviour as it’s an

implied method that can modify people’s purchasing

behaviours positively and youngsters in Gujranwala

are becoming more attentive for brand named goods to

show off their character sign.

18. Zhang YI (2015)

He said that here brand equity which refers to the

consumers general perception and feeling about the

brand and has an influence on the consumer behaviour.

The most studies measure brand equity from

perspective of consumer or from the company itself.

III. RESEARCH DESIGN

3.1 STATEMENT OF THE PROBLEM

Competition is very high in today’s marketplace.

Every organisation is therefore determined to

differentiate their brands and service offerings

compared to their competitors. In effect, everybody is

typing to have unique features in their brand and

market them. If organisations want to succeed in this

space, they need to assess their brands honestly else

similar me-too brands are out there in the market

which can destroy their entire marketing efforts.

Branding suffering from symmetry syndrome will find

it difficult to survive in the market after some time.

No market manager would like their brand to be seen

as a commodity. In fact the whole concept of

marketing is based on selling the brand which can be

differentiable. It is generally argued that goods and

services are differentiable. Few argue that this is

applied only to consumer goods however in industrial

goods and services, they can be distinguished.

3.2 NEED OF THE STUDY

In the marketplace, differentiation is the key. Any

market be it a producer, intermediary, seller or an

agent consistency tries to offer something different

than what is being offered in the market.

The usual opinions about commodities are that they

are highly price sensitive. A little lower the sales. In

ideal economics world, the price volume sensitivity

exists. However, this hardly happens. In the real

world, there are other factors apart from price was

which can impact sales.

With a brad uniqueness measurement tool at their

disposal, the brand managers can know how their

brands are performing in the marketplace.

3.3 OBJECTIVES OF THE STUDY

• To analyse the industry overview of life insurance

and oral care sectors of india.

• To analyse the brand positioning strategies of

leading brands of the country and understood the

communication dynamics.

• To understand review and define the attributes for

“Brand Success”.

• To develop the concept and algorithm related to

brand symmetry index. Use the algorithm to

develop the best model fit to measure brand

symmetry index and interpret the results.

3.4 SCOPE OF THE STUDY

• The study covers the users of ford cars.

• The study included users of ford car in bidar

district.

• The study is detailed about effect of branding on

consumer buying behaviour.

• Study includes brand and brand impact on india

consumer behaviour and bidar citizens.



3.5 RESEARCH METHODOLOGY

Research methodology is the strategy for a study and

the plan by which the strategy is to be carried out. It

specifies the methods and procedure for the collection,

measurement, analysis of data. For the purpose of this

research design has been described below

Data collection:

Data collection is one of the methods of the

information from different sources.

Method of data collection:

The method of data collection is of two types and they

are primary data and secondary data

Primary data:

Primary data collection is first and basic method,

which is used to collect initial material during the

research process,

Secondary data:

Secondary data means those data which are already

available that is the data which has been already

collection and analyzed by someone else. These data

can be collected from books, office journals, reports

and company policies.

IV. DATA ANALYSIS AND

INTERPRETATION

4.1 From which sources you got aware about ford.

SI.

No.

Particulars No. of

Respondents

% of

Respondents

1 Newspaper

Advertisement

15 30%

2 Experienced

user

10 20%

3 Event and

promotion

12 24%

4 TV

Advertisement

08 16%

5 Online Source 05 10%

Total 50 100%

Interpretation:

In this graph we can show that among 50 customers,

30% customers are aware by newspaper

advertisement, 20% are experienced user, 24% are

aware by event and promotion, 16% is tv and

advertisement, and only 10% by online source aware

about the having ford cars.

4.2 Have been you using any car or ford before.

SI.

No.

Particulars No. of

Respondents

% of

Respondents

1 Yes 30 60%

2 No 20 40%

Total 50 100%

Interpretation:

In this graph 60% of people were used cars weather

that may be some other and only 40% were using the

same brand or only ford.

4.3 What is the daily travelling kilometre per day.

SI.

No.

Particulars No. of

Respondents

% of

Respondents

1 Less than

30

25 50%



2 31 – 60 15 30%

3 Above 61 10 20%

Total 50 100%

Interpretation:

In this graph we know daily how much people be

attached by using the cars according to this chart 50%

of people runs less than 30 km/day, 31 to 60 is 30%

and above 61 is that 20% only.

4.4 What other factors influence more to buy ford

car.

SI.

No.

Particulars No. of

Respondents

% of

respondents

1 Nearby

showroom

20 40%

2 Availability

of spares

7 14%

3 Availability

of model

7 14%

4 Product

performance

6 12%

5 Brand

image

10 20%

Total 50 100%

Interpretation:

The graph shows that the 40% people are influenced

to buy ford because of nearby showroom, the 14% of

people to buy a ford vehicle because of availability of

spares, and availability of model 14% are influenced,

12% of product performance, and 20% of people are

influenced on brand image.

4.5 How far celebrity endorsement influenced your

buying decisions.

SI.

No.

Particulars No. of

Respondents

% of

Respondents

1 High

influence

20 40%

2 Normal

influence

10 20%

3 Not

influence

7 14%

4 Less

influence

7 14%

5 Natural 6 12%

Total 50 100%

Interpretation:

The graph shows that in the present area 40% people

are high influenced by celebrity endorsement and 20%

normal influenced, 14% is not influenced and 14% are

less influenced and 12% are natural.

4.6 Does financing influence your buying decisions.

SI.

No.

Particulars No. of

Respondents

% of

Respondents

1 High

influence

25 50%



2 Less

influence

15 30%

3 Normal

influence

7 14%

4 Not

influence

3 6%

Total 50 100%

Interpretation:

The graph says that how financing influence buying

decisions. High influenced are 50%, 30% are less

influenced 14% are normal influenced and 6% are not

influenced.

4.7 Past experience with other ford services if any

SI.

No.

Particulars No. of

Respondents

% of

Respondents

1 Good 20 40%

2 Average 15 30%

3 poor 15 30%

Total 50 100%

Interpretation:

In this graph 40% of people were told good and 30%

people average and 30% of people were poor.

4.8 Brand has now become a status symbol do you

agree.

SI.

No

Particulars No. of

Respondents

% of

Respondents

1 Strongly

agree

20 40%

2 Agree 15 30%

3 Natural 5 10%

4 Strongly

disagree

4 8%

5 Disagree 6 12%

Total 50 100%

Interpretation:

In the graph mentioned that 40% of people are strongly

agree , 30% of people only agree and 10% are natural,

8% of people are strongly disagree and 12% are

disagree.

4.9 Do you think focus on branding while purchasing

is correct.

SI.

No.

Particulars No. of

Respondents

% of

Respondents

1 Yes 25 50%

2 No 15 30%

3 Not sure 10 20%

Total 50 100%



Interpretation:

In this graph focusing on branding while purchasing

the 50% of people are say yes and 30% of people are

no and remaining 20% of people are not sure.

4.10 Who influence you to purchase the brand.

SI.

No.

Particulars No. of

Respondents

% of

Respondents

1 Family 10 20%

2 Friends 15 30%

3 Advertisement 20 40%

4 Self 5 10%

Total 50 100%

Interpretation:

That graph says that only 20% of people are influenced

by family, and friends 30%, by advertisement 40%,

and by self 10%.

4.11 Motivation factor in decision making process of

purchasing a brand product.

SI.

No.

Particulars No. of

Respondents

% of

Respondents

1 Quality 23 46%

2 Price 15 30%

3 Packaging 5 10%

4 Tradition 7 14%

Total 50 100%

Interpretation:

In this graph indicates 40% of people are motivated by

its quality and 30% on price, 10% on packaging, and

14% in tradition.

4.12 Would you recommend ford cars to others.

SI.

No

Particulars No. of

Respondents

% of

Respondents

1 Yes 35 70%

2 No 15 30%

Total 50 100

Interpretation:

The graph shows that 70% of people recommended by

ford cars to other and only 30% are says no.

4.13 What aged groups are user of brand products

SI.

No.

Particulars No. of

Respondents

% of

Respondents

1 14 – 30 20 40%



2 31 – 40 15 30%

3 41 – 50 10 20%

4 51 - 60 5 10%

Total 52 100%

Interpretation:

In this graph we can say that 40% are agreed to user of

branded products between (14 to 30) and 30% are (31

to 40), 20% are (41 to 50) and (51 to 60) are 10%.

4.14 Do you think ford car has any negative about

spares

SI.

No.

Particulars No. of

Respondents

% of

Respondents

1 Yes 15 30%

2 No 35 70%

Total 50 100%

Interpretation:

This graph shows that 70% of people say no, and 30%

of people are negative about spares.

4.15 How much you trust on Bhart Ford Bidar.

SI.

No.

Particulars No. of

Respondents

% of

Respondents

1 10% 5 10%

2 25% 08 16%

3 50% 12 24%

4 75% 15 30%

5 100% 10 20%

Total 50 100%

Interpretation:

In this graph sated that among 50 respondents based

on percentage to 100% the only 20% are trusted on

bharat ford bidar.

V. FINDINGS

• The both male and female respondents are used to

prefer the branded products and of ford endover.

• The every age group of respondents is prefer to fuel

consumption and followed by others.

• The majority of respondents used to prefer status

symbol.

• The majority of respondents is yearly income of

Rs.4 lakhs to 6laks and above 6lakhs is prefer to

status symbol.

• The majority of the respondents are preferred to

over performance of ford figo as normal and good.

• Most of the respondents have got positive response

from the company.

• Most of the respondents have fully satisfied by the

ford car.

• Majority of the employees have got job

satisfaction.

• Majority of the respondents have got well

experienced of ford

• Majority of respondents have satisfied with Vijay

Bhart ford Bidar showroom / dealer.

• Majority of respondents have good relationship

with the showroom.



• Majority of respondents are more user of branded

vehicles.

VI. SUGGESTIONS

• The both male and female respondents have

preferred to use may people of ford cars specially

ford figo and endover.

• By the study both male and female suggested that

to improve sales / services.

• The majority of people are advice to bring

showroom No. 1 in the district.

• The majority of respondents are preferred to buy

all colour of ford cars and all are well designed.

• The majority of respondents are suggested to bring

long term instalments to preferred to buy.

CONCLUSION

The study makes us to know the understand the brand

that is successful in the market place in bidar district it

is able to convince the user about the used model of

“Ford “cars. The questionnaire was prepared through

the inputs taken from the past researchers and also

from the feedback from the respondents. In todays

automatized world many people are preferred to use

branded products, from lower level to the top level.

According to many view brandings teaches us to live

life respectfully and fells occurs grateness and

branding can change person life after this study I came

to know that brand can change the persons behaviour

life style.

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WEBSITES

• www.fordindiaprivateLtd.com

• www.google.com

• www.Ford,com

• www.luxurycars.in

• Denmark, J. R. (2010). Corporate branding

• Creswell, J.W. (2003). Research design

Documents

Effect of Branding on Consumer Buying Behaviour at Vijay